Kia goes to the robodogs in Super Bowl teaser

(Courtesy David&Goliath)

Kia America and agency partner David&Goliath, have released a 15-second teaser of the brand’s Super Bowl ad featuring the all-new, all-electric Kia EV6 and an adorable – and remarkably curious – robotic dog that embarks on a journey to find its true companion.

The teaser titled “Robo Dog Teaser” dropped today, Monday, January 31 at 6:00 am PT/9:00 am ET. 

“In the teaser, we meet Robo Dog, a lonely electronic dog, staring longingly out a storefront window,” shares Ben Purcell, chief creative officer, David&Goliath. “The moment is heightened as we hear the unmistakable voice of Bonnie Tyler belting out her iconic hit. What will become of this lovable pup? This is the beginning of a much broader campaign that infuses a little bit of heart, a little melodramatic humor and a whole lot of purpose into a launch of a brand-new chapter for Kia. Stay tuned.”  Watch below:

REELated: Jason Bateman takes us on evolutionary trip in new Hyundai IONIQ 5 spot

The spot is part of an integrated marketing campaign that includes a partnership between Kia and the Petfinder Foundation to help shelter animals find their forever homes. The initiative is the latest under the brand’s Accelerate The Good Program. 

“In addition to contributing to higher education goals and the fight against youth homelessness, we are also charging ahead – literally and figuratively – in Kia’s 13th Super Bowl spot to help shelter animals find new loving homes,” said Russell Wager, vice president, marketing, Kia America.

The Cincinnati Bengals, who upset the Kansas City Chiefs, will travel to LA’s SoFi Stadium to take on the LA Rams in Super Bowk LVI on NBC on February 13. The Pepsi halftime show will feature Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar.


CLIENT: Kia America

AGENCY: David&Goliath 

  • David Angelo Founder & Creative Chairman 
  • Yumi Prentice President 
  • Laura Forman Chief Strategy Officer 
  • Ben Purcell Chief Creative Officer 
  • Frauke Tiemann Executive Creative Director/Art Director 
  • Mark Koelfgen Executive Creative Director/Copywriter 
  • Courtney Pulver Group Creative Director/Copywriter 
  • Robert Casillas Group Creative Director/Art Director 
  • Bennett Austin Creative Director/Art Director 
  • Nick Micale Creative Director/Copywriter 
  • Paul Albanese Managing Director, Broadcast Production 
  • Christopher Coleman Executive Producer 
  • Juliet Diamond Executive Producer 
  • Shay Davis Senior Business Affairs Manager 
  • Sheila Barrand Business Affairs Manager 
  • Lisa Tanner Managing Director 
  • Peter Bassett Managing Director, Integrated Production & Technology Services 
  • Allan de Leon Digital Executive Producer 
  • Allison Minton Digital Producer 
  • Abigail Grinberg Associate Digital Producer 
  • Meagan Steinkamp Senior Digital Designer 
  • Evon Forbes Digital Designer 
  • Allison Draskovich Group Account Director 
  • Jay Mattingly Account Director 
  • Kylie Harmon Management Supervisor 
  • Aurelia Fulginiti Account Supervisor  
  • Jen James Account Executive 
  • Jillian Littleton Account Executive 
  • Maddie Webster Assistant Account Executive 
  • Mark McNaul Product Information Manager   
  • Bruno Cunha Group Strategy Director  
  • Natalie Gomez Associate Communications Planning Director 
  • Jasmine Spraglin Senior Creatist 
  • Beka Tesfaye Strategist 
  • Genie Lara Associate Director of Project Management 
  • Mike Antonellis Senior Project Manager 
  • Elisa Atwood Senior Print Producer 
  • Lisa Stevens Senior Print Producer 

PRODUCTION COMPANY: Biscuit Filmworks 

  • Director: Noam Murro 
  • Partner / Managing Director: Shawn Lacy 
  • Executive Producer: Andrew Travelstead  
  • Producer: Jason Groves 
  • Head of Production: Sean Moody 
  • Director of Photography: Eric Schmidt 
  • Production Designer: Brock Houghton 

EDIT: Spinach 

  • Managing Director: Adam Bright 
  • Executive Producer: Jonathan Carpio 
  • Producer: Nicole Haws 
  • Editor (Robo Dog): Damion Clayton (Courtesy of RPS) 
  • Assistant Editor (Robo Dog): Michael Shugarman (Courtesy of RPS) 
  • Editor (Stick & Park): Will Butler (Courtesy of Exile) 
  • Assistant Editor (Stick & Park): Nicole Lefteau (Courtesy of Exile) 

COLOR: Company 3 

  • Colorist: Jill Bogdanowicz 
  • Color Producer: Matt Moran 
  • Executive Producer: Ashley McKim 

VFX: Parliament 

Audio: Margarita Mix, Santa Monica  

  • Audio Mixer/Sound Designer: Nathan Dubin 
  • Executive Producer: Whitney Morris  
  • Executive Producer: Paula Arnett  
  • Operations Manager: Brian Frank 
  • Assistant Engineer: Sean Melia 
  • Assistant Engineer: Mike Murzyn 
  • Assistant Engineer: Zach Olson 

Licensed Music (Robo Dog):  

Song – “Total Eclipse of the Heart”  

  • Written by – Jim Steinman 
  • Published by – Edward B. Marks Music Company (BMI), Lost Boys Music (BMI)  
  • Licensed by – Round Hill Carlin, LLC   
  • Performed by –  Bonnie Tyler 
  • Courtesy of –  Sony Music Entertainment   
  • Music Editor/Creative Director: Rory Doggett // Model Citizen Creative 

Nominate Someone You know For 4th Annual The Reel Black List OR Reel Women